100 million leads this year two years of work the full training hours long it's here enjoy welcome everyone to 100 million dollar leads the training all right so I've spent the last two years pouring everything I know and being absolutely secretive about the stuff that I'm going to share with you in this training today and the whole point of this and acquisition.com is to make real business knowledge accessible to everyone and that's why all the stuff we do is free our cost uh so that hopefully more businesses grow and do more good stuff in the world and then we'll feel nice and warm and fuzzy and occasionally one of you guys will crush it and be like yo acquisition.com could you invest in our business and we'd say yes we love you uh that being said if you are a company and you're trying to get more sales make more monies the first part of that the leading indicator that is the leads right is who are you going to sell it to right and so this whole training is tactically everything that I've done to scale all the companies we have in acquisition.com and the companies that Layla and I started scaled and then sold this is going to go from the clouds all the way to the nitty-gritty and if you have teams of people have them watch this and at the very least before you go buy something on the Internet try this first execute all these things and then it at least give you a baseline to know what you can do but I can tell you that the stuff that's in here I have left nothing out this is far more in depth than I was able to put inside of the book because the book only has so many pages otherwise it'd be the song and no one could read it and so we go way deeper on this stuff so that you guys can make more money all right rocking so this is our agenda for the day so we're going to go through the start here section the core 4 lead Getters and execution that is our journey that will be going on together so buckle up and so let's start with context so big picture the purpose quick story and then what we're going to go for today all right so where this fits in kind of like the mosey verse is uh the first book I had was 100 million dollar offers which is what do I sell right A lot of people like I want to start a business what do I sell or if you already have a business how do I make the thing that I have more valuable so that people want to buy it more and will pay me more money for it that's what offer is answered now the next question that comes up after you know what you're going to sell is well okay who do I sell it to and that's where 100 leads comes in all right so leads come first lots of leads makes it very hard to be poor if you have tons of them then you can mess up many many times in your career and still have more leads and so having this one skill is one of those like biggest business insurance things you can possibly do in your business because when you have this you can never go hungry again all right and so the problem is and if you're watching this and you know that leads don't magically appear right the solution is that you have to force them to find you and so we do that through advertising and to Define advertising for everyone it is the process of making known and ideally to people who don't know us yet that's the purpose quick story to give you a little bit of context so December 20th of 2016 I had a thousand dollars in my bank account because I just lost everything and I remember screenshotting this because I was like this will be a story that I will someday tell and so many of you guys are probably going through some moment or your version of your Rocky cut scene right now and you may have this version of this for yourself and I only show this to say that like one one of the biggest mistakes I made is I didn't document enough of my losses early on and so if you assume that you're going to win then document the losses now the quick story behind this is that way back when I lost all this money uh and I just had my wife tell her six friends and we weren't even married yet to quit all their jobs to start this new business with me and we had a hundred thousand dollars that was supposed to come in that we had done all these sales for and it didn't the the money never came and so I call the payment processor up I'm like hey what's going on and they say you know what we've seen some irregular activity we're going to hold on to the money it was very heartbreaking for me and so what happened then after that whole story which I told in the first book uh we ended up figuring it out we ended up launching gyms getting some payment processors going some new guys and things started looking up I'm sitting there feeling like king of the world like I conquered death I I skated near the bottom and then I've like came back like a phoenix and then Layla tasked me on the shoulder and she says hey we have a problem and I was like how could we have problems like we already we already we already finished that just like uh look and she turned her computer towards me and it was just all of these 500 transactions and my rent was like a thousand bucks so like every everyone every other one of these was bigger than my rent and I just felt like this massive knot in my stomach I was like what are we gonna do and what had happened is the gyms that we were launching so this is when we were flying out to gyms doing turnarounds is that one of the gym owners had gotten up on his chair and told all of the clients at the gym that they should refund with us and sign up through him for half the price even though we had spent all the money to fly the guys out there pay for the hotels pay for the ads benefit the commissions the per diems for food rental car all that stuff we had covered all that cost and launched and filled someone's gym and they had done that and you know what it was shame on me for putting an incentive that was so big for somebody who like probably had a lot of tough times in front of them which is why they were calling us um and so I learned that lesson but that being said for me I was also pretty poor at that time and I really needed that money and um I didn't really know what to do and so that's what the guy did there's my little refunder charged back right I'll do it for half price and so that mounted to 150 000 of refunds in like a week and uh that I had to come up with that in 30 days where I was gonna go I don't I don't know what would have happened I've never even played it out um but I had to make 150 000 in profit and I never made that in profit in a month ever even close to that so I'm like you know racking my mind I'm panicking I'm like here's my best bad ideas I was like all right I'll charge up front you know fees for gym launches I'll ask for a percentage of revenue from old gyms like maybe I'll maybe I'll upsell supplements maybe I'll get old gyms to prepay for future launches like I'm just doing anything I can think of to try and think of how I'm gonna make 150 Grand in a month and no matter what I did I just like I penciled I was like it's not gonna be enough right not profit and so Layla sits down she pulls up her laptop and drinks a cup of coffee and and she starts working and I was like wait what are you doing she was like well I'm working on my Fitness business and I was like wait uh what do you mean and just for side note she had she had kept her she transitioned her in-person Fitness clients to online as soon as she started traveling around the country with me and so she had maintained like three or four thousand dollars a month uh kind of servicing all of her personal training clients just online and so I was like hey how's that online Fitness business going and she got defensive because she was like because we were so on edge at this point I was probably attacking her at all times um and she was like Hey it pays our bills and to be fair it was like that's how food is like Layla was putting food on the table um she was like why are you asking I was like well what if we made that to business and she was like okay I was like yeah like I could run the ads we could sell Fitness stuff straight to the consumer cut the gym owner out and we start making money doing this and you could be the face and I'll be the back like be the back end and she was like okay I guess we can give it a shot and so for the next 48 hours I spent I didn't sleep wrote the best sales letter my entire life started running ads the sales letter to get scheduled calls and uh within 14 days we're doing a thousand bucks a day online and this is actually one of the first sales I remember taking a picture because it was like this momentous it's actually a video I screenshotted the picture um of the of her closing the sound she's writing down the credit card uh for this deal and I was like oh my God like this is working and so I thought I was like wait we've got eight sales guys in the field if we get all those eight guys in you're doing a thousand day we could do eight thousand a day 30 days 240 Grand after commissions and AD spend we could probably be close to 150 like we could get out of this and so I got really excited about it and so at lunch I was like all right I'm gonna call up the gym owners and say hey we're not going to be doing this anymore uh and so I called the first guy up because we had eight launches that were supposed to launch the next month I was like hey man we're not we're not doing this right and he says dude I still need help like you launched one of my buddies gyms and apparently one of his buddies was one of the the non you know shitty gym owners um and he was like dude you crush it for him like I know you can do this and I need this I just maxed out my credit cards and I refinanced my house to get my gym going I was so like beat up at this point that I was like dude I'm not flying out there uh he's like okay well what do I need to do and so I was like all right well how about this I'll show you how to do it I was like but I'm not gonna fly out there to save your ass if you can't close he's like no no that's fine I just need leads man I was like okay common theme I just need leads he's like well how much and I said for me the highest number I could think of at the time which was six thousand dollars like I said it's a number so high I wanted him to say no so I could get off the phone to do the thing that we thought was actually working and uh God says done and I just like stared at the phone I was like holy I just closed six thousand dollars like it was like mind-blowing I never closed anything close to that and uh I was like damn and so Layla comes back in my mind's blown and I was like babe I just closed six thousand dollars and she was like what she's like I thought we were selling weight loss like what are you talking about like that was the whole that you just sold me on this other plan and I was like yeah yeah but I think I think this is the plan I said you know I think I think we're still in the gym business I think we're just doing it wrong and so I took the next seven calls because we had eight that were supposed to uh launch the next month so that was the first call took the next call same conversation how much and I was like eight grand he was like done I was like holy next call same conversation how much and I was like 10 grand he was like done and by that end of that day I'd done sixty thousand dollars in in collected sales and it was more money that ever made my entire life and I was like holy what just happened and uh you know that night I'm like unwinding and she's like so is this what we're gonna do I was like I mean I guess so I mean we had some value here I was like it just we didn't have the model right and so uh that's there you go there's my six thousand and so I made sixty thousand dollars in cash right in one day and uh then she was like well what are you gonna do now how are we gonna get more gems I was like well we launched 30 plus gyms I can go call all those guys up and see if they want it and sure enough we had already launched and filled their gyms and I was like hey you know that thing I did to get to 200 customers in a month they're like yeah screw you for taking so much money out of my chair I was like okay what if you got to keep the money and I'll just show you how to do it and they were like cool and so uh it was a wild ride in the next you know we ended up doing 215 000 in cash collected uh and I didn't have any delivery and that covered my 150 000 in uh in refunds and uh I was not broke great success and so during my come up I advertised to get if you're if you're tracking the actual skills in that story is that I knew how to run paid ads to get local Weight Loss leads for gyms I knew how to get gym owner leads which I did through referrals paid ads and Outreach I knew how to get supplement leads which I did later through Affiliates and you had to get agency leads through paid ads um and so a lot of different businesses I've had over time use different ways to advertise to get customers and simply being able to and you notice like the the nose Dives that happen over and over again my career was because I was able to get customers on demand to try something new like it was just like okay we can do the online fitness thing and it's boom made an ad started making sales hey we're going to get gym owners boom we can do referrals and we can do paid out and do Outreach which is what I did in the beginning to get those first sales like all of these things are different methods of advertising and that's what we're going to be talking about in this thing and my hope is that I can transfer that skill to you so that you can have a get out of jail free card because right now mine is faded and worn out the edges of how many times I've used it all right so there you go so in short my ability to get leads giving endless chances to get it right all right and so advertising is the endless chances to try it again so that's the quick story now just to give you context today if you're new to the new to us um the first year of gym launch uh we did 6.8 million and that was the first like year of when like when we transitioned from the terrible thing at the beginning of the year to the thing that started working the end of the year we ended up with 6.8 and 3 million in profit year two we did 25.9 million to 17 million profit year three to 37 with 13 million in profit we started Prestige Labs our supplement company year four we did 32 million with 7 million in profit that was coveted um and then we also bought minority interest in three companies uh during that year part of the part of that was just because I needed to take my my mind off of like the gym industry which was like burning in front of my eyes and everything that I had built over the last decade um and then year five I can't tell you what the what we did in numbers but we sold 66 um of both those businesses at 46.2 million and we sold Allen the software company as well uh and so over that time period we did over 100 million in sales and uh year six you've got acquisition.com we bought 10 more companies which now cumulative revenue is over 200 million a year that's the trajectory that's where we're at all right and so I say that stuff you might be like okay all this stuff is fancy schmancy but uh I have lots of flaws made lots of mistakes I'd like to share this skill with you though I can show you how to get more leads so that's the context